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The paper aims to understand how state and non-state domestic terrorism impacts MNEs in foreign markets. Despite the burgeoning literature on terrorism within international business (IB), most research has focused on international terrorism, or terrorism generally. Consequently, there has been limited research examining how domestic or local based terrorism impacts foreign firms.

This is a conceptual paper.

Domestic terrorism is the most common form of terrorism in the world today and involves the state and non-state actors. Non-state domestic terrorism can be low intensity or high intensity. High intensity non-state-domestic terrorism typically involves regular and protracted political violence, along with inter-communal violence. This can expose MNEs to considerable operational, governance and legitimacy pressures.

The paper contributes to the gap in IB terrorism research with regards domestic or local based terrorism. Drawing on IB theory and critical terrorism research, the paper addresses the nature and impact of domestic terrorism within IB. The authors’ paper shows the operational, governance and legitimacy pressures of both state and non-state domestic terrorism for MNEs in host markets. While most IB scholars consider the threat of non-state terrorism for international firms, this study shows how domestic state terrorism benefits and constrains foreign firms.

This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research gap in whether these previous findings apply to corporate accounts.

Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter.

A corporate account’s identity is constructed under the influence of not only the brand but also the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a distance from commerciality – to manage their authenticity. These activities attract general and other corporate and media accounts, and interactions with them re-create promotion effects.

This study observed that corporate accounts’ authenticity is not a trade-off between passion and commercial transparency but a compatibility achieved by coordinating interests among actors, together with the presence of inside operators.